Little Green Radicals Competitors

We’re all about happiness you can wear. Our story begins in 1991. Contrarian. How else would you describe a man who left a good job in the city – working in New York during its shiny ’80s heyday no less – to set up a mail-order clothes company at a time when buying things that got delivered was considered a bit, well, joke-worthy? Or was he just lucky – right time, right place, right instinct? Johnnie launched Boden with a hand-drawn catalogue featuring eight menswear styles he wanted in his own wardrobe (and wanted to order from his armchair). That was 1991, and back then, catalogues for stylish people who like stylish clothes weren’t really a ‘thing’ in Britain. Today, after a wild, unpredictable and exciting 30 years, Boden is a global company but it still has the same family vibes. It’s the opinion of the women in his life – his wife Sophie (who pushed him to follow his dream in the first place), his three discerning daughters and Johnnie’s new lovely female sidekick – Janet the dog – that he values over anything. Originality is also so very important, with every step taken to set Boden apart from the rest. Whether that’s hand-drawn prints, doing our best to make sure we don’t cut corners and even listing words we cannot use (we copywriters love a challenge). Attention to detail is everything, and it shows. Johnnie has also been adamant that every factory we use respects its workforce in the same way he respects his workforce at home. And that Boden uses as many recycled materials as possible. “His main piece of advice is always be yourself,” his daughter Katie adds. “I think we’re all flawed but that’s the one thing that we [the family] are – very honest. I just think you can’t go wrong by being honest.” And lastly? “He’s also never tried to be cool…which makes him cool.” Boden isn’t about fast fashion and fads. It never was. It’s about making clothes that put a smile on your face, for a long, long time.

JoJo Maman Bébé has spent over 30 years dreaming up high-quality clothes, toys and family essentials, all made with care to love, wear and share. But we’re not just here to sell great products, we’re here to create a warm, community-centric environment for our employees and our customers, too. From our stores across the UK and Ireland to our thriving e-commerce platform, everything we create focuses on care, quality, and consideration for children, families and the world they’ll grow up in. As a proud B Corp, our commitment goes beyond commerce. We strive for a sustainable future and take pride in our responsibilities to the planet and our communities. Every role at JoJo is an opportunity to make a positive impact on our teams, our customers, and the planet. Our values sit at the heart of our company culture, shaping how we work, how we treat each other, and how we grow. We’re proud to have created a workplace culture where creativity thrives, kindness matters, and individuality is celebrated. Having a sense of belonging in the workplace makes JoJo a motivating and positive place to achieve business (and individual career) goals. We’re excited to continue building a team as diverse and dynamic as the families we serve. By welcoming people with different perspectives, backgrounds, and experiences, we create a richer, more inclusive workplace that allows everyone to have the opportunity to contribute and grow at JoJo.

We’re Frugi, the people and planet conscious childrenswear brand on a mission to inspire a love for the planet we play on. Born in 2004 from a parent's need for sustainable clothing, we’ve become a global destination known for our clever designs and vibrant prints. Crafted to keep up with the wildest playtimes, we’re on a mission to make clothing last even longer. We continue to grow our circular collection with our highly skilled team creating more circular options than ever before. This means less textile waste in landfills and reducing the need for virgin materials. From GOTS certified styles made with organic cotton to recycled plastic, there’s thought in every thread. In 2025, Frugi became a Certified B Corporation™, scoring 90.9. Every area of the business – from ethical supply chains to team wellbeing – has been rigorously assessed, joining a global movement of businesses that meet high standards for people and the planet.